Central & Eastern Europe Market & Mediafact 2009 Edition
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Central & Eastern Europe Market & MediaFact 2009 Edition Compiled by: Anne Austin, Nicola Hutcheon Produced by: David Parry © 2010 ZenithOptimedia All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. ISSN 1469-6622 Every effort has been made in the preparation of this book to ensure accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Readers will appreciate that the data is only as up-to-date as printing schedules will allow and is subject to change. ZENITHOPTIMEDIA ZenithOptimedia is one of the world's leading ZenithOptimedia is committed to delivering to global media services agencies with 218 offices clients the best possible return on their in 72 countries. advertising investment. Key clients include AlcatelLucent, Beam Global This approach is supported by a unique system Spirits & Wine, British Airways, Darden for strategy development and implementation, Restaurants, Electrolux, General Mills, Giorgio The ROI Blueprint. At each stage, proprietary Armani Parfums, Kingfisher, Mars, Nestlé, ZOOM (ZenithOptimedia Optimisation of Media) L'Oréal, Puma, Polo Ralph Lauren, Qantas, tools have been designed to add value and Richemont Group, Sanofi-Aventis, Siemens, insight. Thomson Multimedia, Toyota/Lexus, Verizon, Whirlpool and Wyeth. The ZenithOptimedia Village enables the widest range of communications opportunities and skills to be brought together to ensure the most powerful connections are made with consumers. For further information on ZenithOptimedia, please contact: Steve King Tim Jones Chief Executive Officer Chief Executive Officer – USA Tel: +44 20 7961 1046 Tel: +1 212 859 5100 Fax: +44 20 7961 1042 Fax: +1 212 727 9495 [email protected] [email protected] John Taylor Philip Talbot Director of Client Service - Worldwide Chief Executive Officer – Asia Pacific Tel: +44 20 7961 1133 Tel: +852 2236 9080 Fax: +44 20 7961 1002 Fax: +852 2250 9388 [email protected] [email protected] All our publications are now available online at www.zenithoptimedia.com CONTENTS Page SUMMARY TABLES 1 COUNTRY DATA Armenia 13 Azerbaijan 21 Belarus 28 Bosnia (& Herzegovina) 46 Bulgaria 57 Croatia 77 Czech Republic 91 Estonia 118 Georgia 139 Greece 156 Hungary 181 Latvia 205 Lithuania 231 Moldova 249 Poland 260 Romania 284 Russia 309 Serbia 330 Slovakia 351 Slovenia 373 Turkey 394 Ukraine 414 GLOSSARY 434 SUMMARY TABLES: EXCHANGE RATES SUMMARY TABLES EXCHANGE RATES 1 US$ = …local currency Country Currency 2008 2007 % change Armenia Dram (AMD) 305.97 342.08 -10.6 Azerbaijan Manat (AZN) 0.82 0.86 -4.2 Belarus Rouble (BYR) 2,136.4 2,146.1 -0.5 Bosnia-Herzegovina Convertible Mark (BAM) 1.34 1.43 -6.6 Bulgaria New Lev (BGN) 1.34 1.43 -6.4 Croatia Kuna (KN) 4.94 5.37 -8.0 Czech Republic Koruna (CZK) 17.07 20.29 -15.9 Estonia Kroon (EEK) 10.69 11.43 -6.5 Georgia Lari (GEL) 1.49 1.67 -10.7 Greece Euro (€) 0.68 0.73 -6.5 Hungary Forint (HUF) 172.11 183.63 -6.3 Latvia Lat (L) 0.48 0.51 -6.4 Lithuania Litas (LTL) 2.36 2.52 -6.6 Moldova Leu (MDL) 12.39 12.14 2.1 Poland Zloty (PLN) 2.41 2.77 -13.0 Romania Leu (RON) 2.52 2.44 3.3 Russia Rouble (RR) 24.53 25.58 -4.1 Serbia Dinar (CSD) 55.72 58.45 -4.7 Slovakia Euro (€) 0.68 0.73 -6.5 Slovenia Euro (€) 0.68 0.73 -6.5 Turkey Lira (TL) 1.30 1.30 -0.1 Ukraine Hryvnia (UAH) 5.27 5.05 4.3 1 SUMMARY TABLES: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising as a percentage of Gross Domestic Product 2000 2001 2002 2003 2004 2005 2006 2007 2008 Armenia - - - - - 0.22 0.35 0.39 0.44 Azerbaijan - - 0.35 0.34 0.46 0.14 0.13 0.13 0.12 Belarus - - - - 0.17 0.16 0.17 0.19 0.20 Bosnia-Herz. 0.99 1.10 1.13 1.15 1.30 1.46 1.66 1.67 2.02 Bulgaria 0.67 0.87 1.06 1.19 1.23 1.41 1.53 1.67 1.75 Croatia 0.83 1.12 1.13 1.25 1.31 1.56 1.70 1.73 1.64 Czech Rep. 1.29 1.40 1.32 1.36 1.37 1.46 1.56 1.50 1.60 Estonia 0.71 0.69 0.67 0.67 0.66 0.66 0.66 0.78 0.70 Georgia 0.37 0.39 0.47 0.47 0.56 0.53 0.70 0.81 0.80 Greece 1.25 1.08 1.13 1.09 1.10 1.12 1.12 1.18 1.07 Hungary 1.66 1.75 1.86 1.96 2.14 0.71 0.71 0.72 0.78 Latvia 0.69 0.72 0.78 0.74 0.66 0.66 0.68 0.64 0.59 Lithuania 0.69 0.72 0.78 0.74 1.39 1.49 1.50 1.58 1.64 Moldova - - - - - 0.26 0.32 0.39 0.51 Poland 1.04 1.23 1.24 1.32 1.35 0.53 0.56 0.60 0.61 Romania 0.34 0.29 0.27 0.26 0.30 0.31 0.34 0.36 0.41 Russia 0.32 0.42 0.58 0.61 0.66 0.66 0.67 0.70 0.63 Serbia - - - 1.71 2.01 2.59 2.53 3.47 3.15 Slovakia 0.99 1.24 1.27 1.37 1.75 2.00 2.13 2.22 2.54 Slovenia 1.02 1.01 1.01 1.04 1.19 1.26 1.22 1.31 1.44 Turkey 0.54 0.28 0.31 0.29 0.33 0.35 0.37 0.39 0.34 Ukraine - - 0.38 0.52 0.54 0.59 0.69 0.73 0.60 C/E Europe^ 0.87 0.90 0.93 0.94 0.95 0.75 0.77 0.79 0.75 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. ^includes only the countries listed 2 SUMMARY TABLES: ADVERTISING EXPENDITURE Distribution of advertising expenditure by medium (% of total) Total 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Armenia 52 0.9 0.9 72.7 17.0 - 8.4 - Azerbaijan* 50 5.1 - 69.7 10.1 - 14.2 1.0 Belarus 115 15.7 - 62.6 5.2 - 12.0 4.5 Bosnia-Herz. 360 4.9 2.4 86.4 2.4 - 3.7 0.2 Bulgaria 871 7.8 8.4 67.9 2.4 - 10.6 2.8 Croatia 1,136 16.3 11.6 66.1 - - 4.8 1.2 Czech Rep. 3,467 15.4 18.5 45.1 5.1 0.2 7.2 8.5 Estonia 163 36.0 9.9 27.0 8.5 - 7.9 10.8 Georgia 102 5.1 4.6 77.6 6.7 - 5.9 0.2 Greece 3,821 15.6 39.5 30.0 7.2 0.6 7.0 - Hungary 1,193 18.5 17.0 39.3 4.3 0.4 9.9 10.6 Latvia 199 16.9 16.4 36.3 11.1 0.7 9.9 8.7 Lithuania 776 10.7 7.4 73.3 2.6 0.1 3.1 2.8 Moldova 26 7.2 3.9 45.8 8.3 1.1 33.0 0.6 Poland 3,218 9.7 11.8 51.8 6.8 1.2 9.1 9.5 Romania 796 7.2 7.5 64.7 6.1 0.5 10.4 3.6 Russia * 10,736 21.6 - 51.5 5.2 1.7 17.2 2.8 Serbia 1,378 8.0 5.2 82.6 1.2 0.1 2.4 0.6 Slovakia 2,503 3.9 6.9 78.9 3.9 0.0 4.9 1.3 Slovenia 781 20.4 9.4 56.0 3.8 0.2 6.7 3.5 Turkey 2,490 29.4 3.5 52.1 3.4 1.2 7.5 2.9 Ukraine 1,047 8.6 20.8 45.4 3.8 1.2 18.1 2.0 C/E Europe^ 33,656 16.1 10.6 53.3 4.9 0.9 10.5 3.7 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. * 'Newspapers' includes magazines ^includes only the countries listed 3 SUMMARY TABLES: TELEVISION TELEVISION Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT Armenia 848 97.3 - - - - - Bosnia-Herz. 1,650 97.0 96.3 - 37.9 52.8 - Bulgaria 2,938 95.5 99.0 - 9.0 65.0 - Croatia 1,478 97.5 98.5 - 21.7 13.3 - Czech Rep. 4,057 98.5 - - 24.1 21.0 29.7 Estonia 582 98.3 - - 8.0 55.5 2.7 Georgia - - 96.0 - - 74.0 - Greece 3,664 99.8 100.0 - 9.8 - 17.0 Hungary 4,002 99.1 99.4 9.6 15.6 61.0 1.0 Latvia 838 98.2 - 9.8 15.2 56.2 1.0 Moldova 1,044 89.4 90.3 - 8.3 74.0 - Poland 14,318 96.1 99.9 - 21.4 36.1 - Romania 7,320 97.1 97.9 - 22.6 75.0 - Russia 25,331* 99.1 98.8 - 2.6 12.4 - Serbia 2,521 96.3 98.0 1.5 6.1 38.3 <1 Slovakia 1,993 100.0 81.0 18.7 16.4 30.0 1.1 Slovenia 649 98.1 100.0 - 6.7 - - Turkey 16,882 98.8 99.0 - 50.0 8.0 - Ukraine 8,083 97.3 99.0 9.3 5.3 50.6 - * Urban households 4 SUMMARY TABLES: TELEVISION Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Belarus - 3.8 Bosnia-Herz.